Online service increases cattle sales options

AgriClear allows buyers to search listings that meet their specifications, while sellers can find a wider range of customers

An online cattle marketing service is collaborating with the Canadian Beef Breeds Council to offer more sale options between willing buyers and sellers.

Open for business a year ago, AgriClear is an online service to market all classes of cattle in Canada and the United States.

Buyers can search listings that meet their specifications while sellers can find a wider range of potential customers.

Asking prices and selling conditions, videos, photos and health information are provided. Negotiations take place between the buyers and sellers while AgriClear acts as a go between and ensures payment.

There is no fee to join but small transaction fees are charged.

This kind of marketplace should be a good fit for the purebred sector where producers may only have a single bull for sale or a full complement of replacement heifers.

“AgriClear really makes a lot of sense for this industry. We can really give them that secure marketplace to deal with anyone, anywhere,” said David Moss, the company’s Calgary-based vice-president.

Purebred operators are already savvy marketers but this forum can take them beyond a small radius of local customers to anywhere in Canada or the U.S., he said.

“We give them that added protection of assured payment and we give them an expanded place to market their cattle,” he said.

The beef breeds council representing 16 purebred associations considers it as another alternative to market cattle, although it is not likely to replace production sales or private treaty sales, said Michael Latimer, manager of the council.

“We are trying to provide as many options as possible for our purebred members,” he said.

“We have some of the smaller farms to some of the biggest purebred breeders in Canada utilizing it,” he said.

AgriClear and the beef breeds council have also agreed to work together on marketing initiatives.

AgriClear is already providing a virtual marketplace to sell other classes of cattle from cull cows to feeders.

Sellers can add descriptions and video of animals for sale although those selling feeders have asked for a third party agent to describe them for more credibility, said Moss.

There are no fees to register and a small commission is collected.

Up to date sales information from Canfax and Cattlefax is provided to give people pricing information. The site offers confidentiality but does get permission to pass on summary transaction information that may be collected for future price discovery data for research purposes.

To learn more about cattle marketing on your terms, visit and follow AgriClear on Twitter:@AgriClear.

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